I initially reacted to this story thinking, "what the hell difference will it make?". But, then after thinking a bit more, there may be a need to regulate the way these fares are quoted. Recent experience booking two flights with FR, illustrated the fact that extra charges do creep in during the booking procedure, of which I felt I received inadequate warning.
I am not complaining that the end result is too high, but I would really like it to be clear before entering the procedure, what exactly I am expected to pay. I don't believe the current system operated by locos does that.
Before BA and other "premium" carriers crow too loudly about this, they should note that it is likely this will actually increase the pressure on them to do something about their fare structures themselves.